What is DIGITAL SIGNAGE?

In this article:

1. What is Digital Signage Software and how do the applications work?
   
2. These are the advantages
   
3. Needs assessment: Strategy & requirements
4. Calculation example: What about the costs?
5. The future impact

In a nutshell: What is digital signage software, how does it work and what are the benefits?

Digital signage is a solution for displaying content such as advertising, information and messages. Digital signage is hosted via a cloud or on-premise and is used across industries with various hardware applications such as customer stoppers or shop window displays. The benefits include cost efficiency, time savings and an improved user experience.

Digital signage definition

Digital signage solutions are screens that display image and video material in a compact form. However, the term “digital signage” does not only include display advertising, as the systems are also used for communication, presentations and visitor management.

How does digital signage work and what is required?

Digital signage requires hardware, i.e. a computer device to prepare content, as well as a memory and a display to play the content. The digitally and visually networked information is imported, updated and finally displayed on the screen using software. By using a cloud solution, the content is stored and played at any time and from any location.

-> But: Digital signage does not necessarily have to run via a cloud. For companies with high security standards, on-premise solutions are often the better choice.

Digital Signage: These are the advantages

• Cost reduction compared to conventional advertising media
• Flexible adaptation of content in real time
• Better customer experience and self-service through interactive displays
• Accessibility through voice output and automatic translations
• Improved brand perception
• More sales through targeted advertising
• Energy-efficient use

Example for digital signage advantages: Digital signage at our customer “PlusCity”

In PlusCity, stores have to be flexible – for example, when it comes to short-term discount promotions or new campaigns that need to be displayed at peak times. This shows how digital signage makes real-time adjustments possible and at the same time significantly reduces the effort compared to print.

Thanks to sensor-based technology by FRAMR., the system automatically recognizes when which target groups are active – so different content is displayed in the morning than in the afternoon in order to address target audiences effectively. PlusCity itself relies on centrally positioned interactive displays (see left image below), which visitors can use to search for stores or products independently (better self-service).

-> For comparison: Classic posters would be at a clear disadvantage here – simply because of the more than 200 stores in the shopping center. Printing costs, installation and the lack of flexibility to make changes at short notice make them more expensive than a digital signage solution in the long term. In addition, statistics show that digital displays are seen up to 400% more often than print – primarily due to their moving and interactive content, which actively shapes the brand image.

Our customer “PlusCity”. On the left, an interactive display for independent navigation. On the right, a classic advertising stele.

Requirements for the use of digital signage

Companies are primarily concerned with one question: What are the requirements for successfully using digital signage applications? In our article “7 requirements for the use of digital signage“, we go into more detail, enclosed is an abridged version of the contents:

• Know your individual objectives and set KPIs to measure performance.
• Plan with a fixed budget to have more transparency regarding costs.
• Know your target audience to learn the best content formats. Depending on your industry, certain content works better than other.
• As a team, brainstorm which locations work best for digital signage applications.
• Plan with testing phases until your team is comfortable with the applications.
• Be familiar with the unique requirements in your business. Every company is different, so are the requirements for audiences, locations and budgeting.
• Be aware of the benefits. Digital signage is a true all-rounder – in the next section we will go into more detail about the benefits.

What about the costs?

Digital signage prices depend on the equipment and which solution is best for a company. At FRAMR, we specialize in signage software and offer our customers intuitive as well as attractive deals. Our systems are available in different versions and are designed to meet different customer needs accordingly. The applications include video, image, Google Maps, RSS feeds and even crypto courses. Of course, we advise and help with pricing issues and basic calculation.

You can find an approximate cost overview with an example in our article “How much does digital signage cost?“. To give you an initial idea, below are three examples of the costs for FRAMR. Signage:

• Restaurant: one-time 2.400 € and monthly approx. 20 €.
• Outdoor advertising in front of office building: One-time € 6,700 and monthly approx. € 9.90.
• Retail chain with 10 locations: One-time approx. 60,000 €, monthly approx. 267 €.

The future impact of digital signage

Every step towards digitization also means that companies establish more flexible work processes. But the target group also benefits from these changes, because digital signage systems offer intuitive and user-friendly operation.

The uncomplicated and fast handling of the devices has a positive effect on customer satisfaction, which also makes them increasingly a competitive factor. Digital signage also meets the highest security standards as well as user experience and accessibility requirements.